Rand Fishkin, Wizard of Moz | Great Failures in Competitive Intel Why so many analyses of the competition.

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Presentation on theme: "Rand Fishkin, Wizard of Moz | Great Failures in Competitive Intel Why so many analyses of the competition."— Presentation transcript:

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Rand Fishkin, Wizard of Moz | @randfish | rand@moz.comMoz@randfishrand@moz.com Great Failures in Competitive Intel Why so many analyses of the competition fail, and how web marketers can improve the process

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Recommended Action: Test removal of our paid search campaigns for a subset of keywords. Recommended Action: Test removal of our paid search campaigns for a subset of keywords. This isn’t necessarily a crazy, terrible idea. So why do most of us know it won’t work? This isn’t necessarily a crazy, terrible idea. So why do most of us know it won’t work?

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Cast a Wide Net Analyze: Our four biggest competitors in the search rankings. Analyze: Our four biggest competitors in the search rankings.

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Cast a Wide Net Analyze: Our four biggest competitors in the search rankings. Analyze: Our four biggest competitors in the search rankings. Analyze: A broad range of competitors, noting correlations that predict both failure and success Analyze: A broad range of competitors, noting correlations that predict both failure and success

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e.g. Instead of looking exclusively at the tactics of top ranking sites…

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e.g. We look at the what high ranking sites do that lower ranking sites don’t.

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e.g. AND try to understand how sites that perform poorly in search results may be attracting traffic and leads through other channels

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Is this the most meaningful test we can perform right now? (I’m not saying it isn’t, just that we should prioritize intelligently) Is this the most meaningful test we can perform right now? (I’m not saying it isn’t, just that we should prioritize intelligently)

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Via Kayak’s Most Interesting A/B TestKayak’s Most Interesting A/B Test A/B Test Results “So we decided to do our own experiment about this and we actually found the opposite that when we removed the messaging, people tended to book less.” - Vinayak Ranade, Director of Engineering for Mobile, KAYAK